London: WPP Chief Executive Officer Cindy Rose has acknowledged that the advertising giant’s recent performance has been “unacceptable” as the company reported a further decline in third-quarter revenue and revised its full-year organic growth guidance downward. The company has now launched a strategic review aimed at simplifying operations, sharpening execution, and returning to growth.
In her first quarterly results announcement since taking over as CEO on September 1, Rose struck a candid yet confident tone, outlining a roadmap to revitalise WPP’s performance and restore shareholder confidence.
“My ambition is for WPP to lead our industry in terms of innovation, client delivery and organic growth. However, I acknowledge that our recent performance is unacceptable and we are taking action to address this,” Rose said.
Despite the challenges, Rose stressed that WPP’s core strengths — including long-standing client relationships, world-class talent, leading agency brands, and a strong technology ecosystem — provide a robust platform for transformation.
“We have amazing long-standing clients that represent the largest, most well-known brands in the world, strong capabilities and world-class talent that spans media, production and creative… and market-leading technology and partnerships that give us a real competitive edge,” she said.
A New Growth Strategy Focused on Simplification and AI
Rose said the company will position its offering to be “simpler, more integrated, powered by data and AI,” while improving execution and efficiency across markets. The focus will be on strengthening go-to-market strategies, streamlining internal structures, and building a high-performance culture.
WPP will also expand its addressable market by pushing deeper into enterprise and technology solutions and adopting a more disciplined approach to capital allocation and cost efficiency.
“We will significantly improve our execution, strengthening our go-to-market and dramatically simplifying how we organise ourselves internally,” Rose noted, adding that the company will prioritise areas that deliver “the greatest shareholder value.”
Leadership Moves and Tech Partnerships
Since stepping into the role, Rose has made swift leadership changes, appointing Devika Bulchandani as Chief Operating Officer and Laurent Ezekiel as Global CEO of Ogilvy Group.
In October, WPP also extended its partnership with Google for five years, focusing on advancing cloud and AI technologies. The company simultaneously launched WPP Open Pro, a new edition of its AI-driven marketing platform that streamlines campaign planning, creation, and activation — a move aimed at enhancing client outcomes and broadening WPP’s addressable market.
Financial Headwinds and Revised Outlook
WPP reported Q3 2025 revenue of £3.26 billion, down 8.4% year-on-year on a reported basis and 3.5% like-for-like, with performance weighed down by weakness in its media segment. Revenue less pass-through costs fell 5.9% LFL in the quarter.
Given the year-to-date trends, WPP now expects full-year LFL revenue less pass-through costs to decline between 5.5% and 6.0%, compared with earlier guidance of a 3–5% drop. The headline operating profit margin is projected to be around 13%.
Building for the Long Term
Rose emphasised that the turnaround will take time but said early steps have already been taken.
“There is a lot to do, and it will take time to see the impact, but in my first 60 days we are already moving at pace with some initiatives already announced and more to come,” she said.
“We know what it takes to win: we are optimistic, energised and confident that we’re building the right plan and the right culture to secure a bright future for WPP, our people, our clients, and our shareholders.”
The company said it will share more details from its strategic review early in the new year.
